As a Demand Generation Manager – Self-Serve Growth, you will lead the digital marketing initiatives that drive scalable user acquisition, onboarding, and engagement within our self-serve (SaaS) offering. You will own the strategy, execution, and optimization of digital programs that enable product-led acquisition and hybrid go-to-market success. This role is cross-functional, working closely with Product, Web, Analytics, Operations, and regional teams to create frictionless digital journeys that convert interest into product adoption.
Digital Strategy & Growth Execution
Design, execute, and optimize digital experiences that support user self-registration and activation.
Develop and implement lifecycle campaigns that educate and engage users post-signup.
Collaborate with Product, Web, and Marketing Operations to streamline conversion flows and reduce drop-offs.
Own onboarding campaign frameworks, email nurture programs, and behavioral engagement touchpoints.
Support scalable user acquisition by optimizing top-of-funnel campaign alignment and landing page experiences.
Experimentation & Conversion Optimization
Lead A/B testing and CRO initiatives across sign-up flows, onboarding sequences, and nurture communications.
Partner with SEO/CRO, Analytics, and Performance teams to surface insights and iterate on campaign design.
Establish and track conversion metrics tied to product engagement, activation rates, and lifecycle health.
Cross-Functional Collaboration & Stakeholder Engagement
Act as the marketing owner of self-serve user journeys, representing self-registration initiatives across Product, Customer Success, and Ops.
Align with Digital Strategy and Field teams to ensure go-to-market programs integrate smoothly with the self-serve model.
Provide feedback to product and web teams on user experience gaps and registration process improvements.
Create enablement tools, process documentation, and playbooks to scale best practices globally.
Platform, Analytics & Automation Ownership
Partner with Marketing Ops to set up campaign automation and tracking across platforms like Pardot and Salesforce.
Ensure proper attribution for self-serve initiatives using UTM frameworks and event tracking.
Work with Analytics to maintain dashboards that provide real-time insights into sign-up, activation, and retention trends.
Experience: 6+ years in digital marketing, with a strong background in lifecycle marketing, growth marketing, or user acquisition—preferably in a SaaS or hybrid B2B model.
Strategic & Analytical: Skilled in journey mapping, behavioral analysis, and data-driven optimization.
Tech & Tools: Proficient with CRM systems, marketing automation tools (Pardot, HubSpot, or similar), analytics platforms (GA, Looker), and A/B testing frameworks.
Cross-Functional Operator: Experience working across Product, Ops, and Marketing functions to drive shared outcomes.
Process-Driven: Strong in project and process management, capable of setting up scalable workflows.
Communication & Execution: Clear communicator with the ability to simplify complex processes and move projects from idea to execution.
Education: Bachelor’s or Master’s degree in Marketing, Digital, Business, or related field.
We acknowledge that many candidates may not meet every single role requirement listed above. If your experience looks a little different from our requirements but you believe that you can still bring value to the role, we’d love to see your application!
Criteo is the global commerce media company that enables marketers and media owners to deliver richer consumer experiences and drive better commerce outcomes through its industry leading Commerce Media Platform.
At Criteo, our culture is as unique as it is diverse. From our offices around the world or from home, our incredible team of 3,600 Criteos collaborates to develop an open and inclusive environment. We seek to ensure that all of our workers are treated equally, and we do not tolerate discrimination based on race, gender identity, gender, sexual orientation, color, national origin, religion, age, disability, political opinion, pregnancy, migrant status, ethnicity, marital or family status, or other protected characteristics at all stages of the employment lifecycle including how we attract and recruit, through promotions, pay decisions, benefits, career progression and development. We aim to ensure employment decisions and actions are based solely on business-related considerations and not on protected characteristics. As outlined in our Code of Business Conduct and Ethics, we strictly forbid any kind of discrimination, harassment, mistreatment or bullying towards colleagues, clients, suppliers, stakeholders, shareholders, or any visitors of Criteo. All of this supports us in our mission to power the world’s marketers with trusted and impactful advertising encouraging discovery, innovation and choice in an open internet.
At Criteo, we take pride in being a caring culture and are committed to providing our employees with valuable benefits that support their physical, emotional and financial wellbeing, their interests and the important life events. We aim to create a place where people can grow and learn from each other while having a meaningful impact. We want to set you up for success in your job, and an important part of that includes comprehensive perks & benefits. Benefits may vary depending on the country where you work and the nature of your employment with Criteo. When determining compensation, we carefully consider a wide range of job-related factors, including experience, knowledge, skills, education, and location. These factors can cause your compensation to vary.
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